Beer sales in Britain may be falling amid continuing economic uncertainty, but
consumers seeking a touch of glamour and style are still happy to fork out
£4 for a pint of the right brand of super-premium lager.

The Japanese beer Asahi Super Dry, which in this country is brewed in the
rather less glamorous surroundings of Kent, lifted sales volumes by 5 per
cent last year, although draught volumes frothed 32 per cent higher thanks
to soaring sales in style bars, nightclubs and hotels.

Asahi, which is brewed and distributed under licence by Shepherd Neame, the
Faversham-based family brewer and